Q2 projections bridge

Without social and Other paid we were doing 600.
Screenshot 2023-09-19 at 11.44.04 AM.png
Lift in 08 run was due to high organic performance
Screenshot 2023-09-19 at 11.46.50 AM.png
Summary: We can aim for 600 and later on recalibrate
117 leads out of total 1166 came from RingDNA which we can’t expect this time. So realistically targeting 1100-1200
Screenshot 2023-09-19 at 11.49.36 AM.png
KLG-PCDM-10 and -01 run:
Total leads without social
Screenshot 2023-09-19 at 11.58.13 AM.png
Shorter marketing cycle (7 days shorter vs the last run)
Marketing days: 08 run v/s 10 run v/s 01 run: 49 v/s 56 v/s 56 days i.e factor (49/56=.87)
The last run we did 765 leads meaning would have resulted in 765*0.8, 612 leads in same period

Summary: we can aim 672

without social in the mix never achieved 1200

Screenshot 2023-09-19 at 12.06.43 PM.png
Had hopes for broad match for more leads but not performing at all
Marketing can’t scale non-brand as CAC is always high there
Screenshot 2023-09-19 at 12.10.03 PM.png

Also, we had accounted for higher contribution of organic into our lead number already.
Screenshot 2023-09-19 at 12.11.42 PM.png
Summary: Can stretch it to 1000 max
Overall last run was outstanding
Screenshot 2023-09-19 at 12.17.07 PM.png
last time organic was through the roof here.
Screenshot 2023-09-19 at 12.14.41 PM.png
Also paid saw a jump due to seasonality
Screenshot 2023-09-19 at 12.21.33 PM.png
Currently already lagging behind in paid and non-paid contributions to leads (without deferred) because of lesser marketing days.
Screenshot 2023-09-19 at 12.25.02 PM.png
Summary: Lesser marketing days as well by 7 days, so should target 1200 leads

Accounting less no. of leads for Oct and Nov run due to less number of marketing days. 49 v/s 56 days.
Screenshot 2023-09-19 at 12.33.04 PM.png
Summary: we should consider around 570 leads
Screenshot 2023-09-19 at 12.40.48 PM.png
Last run organic stood out. Not sure if the performance will continue to
Screenshot 2023-09-19 at 12.42.33 PM.png

Since there are more marketing days, we can aim for higher leads from paid and organic both: 63 v/s 84 days factor =1.3
Summary: total leads we can aim for can be 1100 considering non-paid will not scale linearly.

49 v/s 55 days marketing days 0.89 factor

Screenshot 2023-09-19 at 1.10.04 PM.png
651*0.89 =579
Overall targeting 600

Lesser marketing days: 76 v/s 89 factor: 0.85
Overall CPPA is also not great here along with high-paid CPPA. Can aim for 600*0.8 leads ~500
Screenshot 2023-09-19 at 1.02.36 PM.png

Paid channels are running at 78% CAC, so can’t drastically scale that but can wait for more organic leads from higher marketing days: 91 v/s 76. Target: 800 leads

Screenshot 2023-09-19 at 12.53.19 PM.png

Courses where we have room to scale: Overall CAC<=25% and Marketing CAC is < 62%
Scaling Courses
KLG-PCPM-23-10 lesser days but scaled per day
BH-PCMLAI-23-11 lesser days by 2 weeks
IMP-PCMLAI-23-11 previous run in week 0
There are no rows in this table
Overall CPPA
Screenshot 2023-09-21 at 11.12.48 AM.png

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